{"id":26453,"date":"2022-04-21T22:18:39","date_gmt":"2022-04-21T22:18:39","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=26453"},"modified":"2024-05-23T07:40:58","modified_gmt":"2024-05-23T11:40:58","slug":"saas-google-tag-manager-set-up","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/saas-google-tag-manager-set-up\/","title":{"rendered":"The (Proper) Google Tag Manager"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Using third-party advertising services and web analytics systems means getting technical and adding code to your site. If you\u2019re not a developer, the thought can be incredibly overwhelming\u2013which is where Google Tag Manager comes into play. The tool was created especially to help webmasters manage their tags and easily implement third-party tracking codes.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SaaS brands today have stiff competition. Standing out means collecting ample data from various sources and using it to serve personalized ads and marketing, which makes Google Tag Manager an important addition to your tool arsenal.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>What is Google Tag Manager?\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Google Tag Manager is known as a tag management system (TMS) that allows SaaS marketers and website owners to create, update, and manage tracking codes (or related code fragments) dubbed \u201ctags\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tags are essentially short bits of code embedded into the javascript or HTML on your site to extract specific information\u2013whether it\u2019s who has visited your site, how long they stayed, or where they came from.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll probably be most interested in tags that measure:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How long users stay on a page<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Form submissions\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How visitors arrived on your site<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The links visitors click<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What products are added and removed from a cart\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Each tag tracks a different metric. For example, you can have a tag that tracks how many people visit a specific page on your site, another one that tracks who has added a product to their cart or reached the checkout, and another to track who has read your articles. The tags then send the targeted information they\u2019ve collected to Google Analytics, AdWords, or a third-party tool that can then use the data to serve relevant ads and retargeting campaigns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google Tag Manager is the central dashboard from which you can set up these tags and manage them all from one place.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Why is Google Tag Manager Important?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Many SaaS business owners dabble in coding (and some are full-blown developers), but for those who aren\u2019t, it can be tedious and frustrating learning how to manually code tags and add them to your site, not to mention incredibly time-consuming. And, when you\u2019re writing out tickets for the IT department every day, you\u2019re cutting into the time they could be spending doing something else.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google Tag Manager makes the entire tagging process much easier. You can embed a single code into your site pages simultaneously without having to navigate into every URL and manually upload it. When you want to create a new tag, you can simply log in to Google Tag Manager which will code the tag <\/span><i><span style=\"font-weight: 400;\">and <\/span><\/i><span style=\"font-weight: 400;\">embed it for you.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>The Benefits of Google Tag Manager<\/b><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Free-up developers: <\/b><span style=\"font-weight: 400;\">GTM lets your IT department focus on big-picture tasks by freeing up time they would have spent coding and embedding tags<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Reduce human error: <\/b><span style=\"font-weight: 400;\">GTM automatically codes your tags for you, which reduces the chances of potential human error that can happen when you do it manually<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Take complete control:<\/b><span style=\"font-weight: 400;\"> Be in total control of the tags you create and monitor. The central dashboard means your entire marketing department can access and manage tags to increase efficiency and accuracy\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ready-made integrations:<\/b><span style=\"font-weight: 400;\"> There are plenty of third-party integrations already in place for GTM\u2013check them out <\/span><a href=\"https:\/\/support.google.com\/tagmanager\/answer\/6106924\"><span style=\"font-weight: 400;\">here<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Improve site speed: <\/b><span style=\"font-weight: 400;\">GTM shortens codes which means your web pages will load quicker (and, when users are <\/span><a href=\"https:\/\/www.hobo-web.co.uk\/your-website-design-should-load-in-4-seconds\/\"><span style=\"font-weight: 400;\">likely to leave a page if it doesn\u2019t load in 1-2 seconds<\/span><\/a><span style=\"font-weight: 400;\">, this is <\/span><i><span style=\"font-weight: 400;\">crucial<\/span><\/i><span style=\"font-weight: 400;\">)\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Test function<\/b><span style=\"font-weight: 400;\">: You can check how your tags work before you add them to your site with GTM\u2019s check and debug mode\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Birds-eye-view: <\/b><span style=\"font-weight: 400;\">You can access past versions of a code, which is useful if you\u2019ve published one with errors or you need to see who made changes to a code and when\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Tiered access: <\/b><span style=\"font-weight: 400;\">Give your team different levels of access depending on their needs\u2013do you want them to create tags? Or just manage and monitor them?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Helpful support: <\/b><span style=\"font-weight: 400;\">If you have any questions or get stuck, GTM has a huge forum community and support section packed full of advice\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><b>The Cons of Google Tag Manager<\/b><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Sensitive container code:<\/b><span style=\"font-weight: 400;\"> The container code is incredibly important, and if you accidentally damage it or get it wrong, then any tag that uses it will instantly stop working. You\u2019ll then have to trawl through the code to find and correct the error which, let\u2019s face it, can be time-consuming and tedious<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Some knowledge needed: <\/b><span style=\"font-weight: 400;\">While you don\u2019t need to be a coding pro by any stretch of the imagination, it helps to have some working knowledge of HTML and JavaScript to install codes on your website\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>No online support or reports: <\/b><span style=\"font-weight: 400;\">Despite having an extensive forum support section, there is no instant online support available and the tool doesn\u2019t provide reports\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><b>Understanding Proper Google Tag Manager Setup and Implementation\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Google Tag Manager simplifies creating codes and installing them onto your site, but for best results and for a streamlined system, it\u2019s important that you get the setup and implementation right. Doing this will make your life so much easier and ensure you\u2019re getting all the benefits of using the tool.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Google Tag Manager Setup: How to Determine What To Do\u00a0<\/b><\/h2>\n<h3><b>1. Identify Your CMS\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The code implementation process varies for different CMS systems. We run through a step-by-step guide below that works for <\/span><i><span style=\"font-weight: 400;\">most <\/span><\/i><span style=\"font-weight: 400;\">CMS platforms, but if you\u2019re using a less-popular one it\u2019s worth looking up the unique directions for that.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But firstly, you\u2019ll need to know what CMS you\u2019re using\u2013<\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/google-tag-manager-wordpress\/\"><span style=\"font-weight: 400;\">Google Tag Manager for WordPress<\/span><\/a><span style=\"font-weight: 400;\"> is the most common. If you don\u2019t know yourself, your IT department and development team definitely will.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>2. Figure Out Where to Deploy Coding for Optimal Performance<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Secondly, you need to know where you\u2019re going to implement the codes. This will depend on the data you want to track and collect, as well as the third-party tools you\u2019re integrating GTM with. For example, if you want to collect information about abandoned carts, you\u2019ll need a code installed on the cart or checkout page. If you want to serve retargeting ads to users who visited a specific page (say, your pricing page) or <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/lookalike-audiences\/\"><span style=\"font-weight: 400;\">lookalike audiences<\/span><\/a><span style=\"font-weight: 400;\">, you\u2019ll need a code on that page.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s worth noting down your goals and the information you want to track and then figuring out where the codes would be best deployed.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>3. Test As You Go<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Like with anything, testing is an absolute must. There\u2019s a short guide below that shows you how to check each code when you\u2019ve created it and embedded it, but you\u2019ll want to closely monitor the data you\u2019re collecting and how accurately the third-party tools you\u2019re integrating with are using it. This is especially important if you\u2019re using multiple tags and codes across multiple in-house departments.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>The Best Google Tag Manager Setup for SaaS Brands\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">As a SaaS brand, you don\u2019t have a lot of time to get things wrong. Competition is fierce and you constantly have to be on top of what users want and need from you. Here\u2019s a guide to setting up Google Tag Manager for your website for best results.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>1. Create a new account and container<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">You\u2019ll need a GTM account to get started, and a new container will automatically be created when you start a new account.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you click \u201ccreate account\u201d you\u2019ll be prompted to choose an account name and decide whether you want to share data with Google and third-party companies.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can then enter a container name and description before choosing the type of content you\u2019re working with (if it\u2019s for your website, you\u2019ll choose Web; if you\u2019re using it for an app, you can select Android or iOS).\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>2. Install the Container<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve created a new account, you can install the container on your website or mobile app. This essentially means you\u2019re adding the framework for the codes to be entered into, which makes it easy for GTM to upload code automatically in the right place.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">GTM makes it straightforward\u2013just follow the instructions for web and AMP pages and copy-paste the code in the box or container ID. If you\u2019re doing it for an app, you can use the Firebase SDK for <\/span><a href=\"https:\/\/developers.google.com\/tag-manager\/android\"><span style=\"font-weight: 400;\">Android<\/span><\/a><span style=\"font-weight: 400;\"> or <\/span><a href=\"https:\/\/developers.google.com\/tag-manager\/ios\"><span style=\"font-weight: 400;\">iOS<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>3. Add and Publish Your Tags<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Once the container is in place, you can start to add, edit, and publish your tags through the dashboard.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Note: make sure your tags don\u2019t fire twice by removing any hardcoded tags that have been automatically migrated into your tag manager container.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before you start publishing your tags, make sure GTM is working as it should be. You can do this by:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Right-clicking on your website and selecting \u201cView Page Source\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Searching for the container code you\u2019ve installed (search gtm.js to find it quickly)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using preview and debug mode to check that it appears where it should<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Selecting the \u201cPreview\u201d button in the top right corner of the GTM dashboard<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Going to your website, refreshing it, and checking to see if the Google Tag Manager preview and debug panel shows up at the bottom of the screen\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>Google Tag Manager Setup Goals\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">It might seem like a confusing process, but once you start using GTM, you\u2019ll soon discover that it makes adding code to your site considerably easier <\/span><i><span style=\"font-weight: 400;\">and <\/span><\/i><span style=\"font-weight: 400;\">takes the burden off your already-busy development team.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If it still sounds complicated and you want a helping hand, work with a <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/services\/seo-agency\/\"><span style=\"font-weight: 400;\">SaaS SEO agency<\/span><\/a><span style=\"font-weight: 400;\"> to get set up. <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/discovery-call\/\"><span style=\"font-weight: 400;\">Book an intro call<\/span><\/a><span style=\"font-weight: 400;\"> with us to see how we can help.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Using third-party advertising services and web analytics systems means getting technical and adding code to your site. If you\u2019re not<\/p>\n","protected":false},"author":72,"featured_media":26454,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[25,63],"tags":[109],"class_list":["post-26453","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","category-tools","tag-google-tag-manager"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The (Proper) Google Tag Manager - Directive CA<\/title>\n<meta name=\"description\" content=\"Google Tag Manager is an iconic software used to organize data tracking (and more) on SaaS websites. 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